HLL to make Rexona Rs 173 crore brand

Fast moving consumer goods major Hindustan Lever (HLL) said it would make deodorant Rexona a ¤30 million (Rs 173 crore) brand over the next three years.

Globally, Rexona is a ¤1 billion brand. Anil Chopra, vice-president, Lakme Lever, who also takes care of deodorants, said, “We aim to become a ¤30 million brand by reaching out to 20 million consumers by 2010.” He terms the strategy 30-20-10 plan. In 2006, the brand clocked a turnover of Rs 22 crore and currently has a user base of 3.5 million people. The domestic organised deodorant market is valued at Rs 178 crore and has been growing at close to 30 per cent.

Rexona enjoys 9 per cent of the market, while Axe, the other deo brand from HLL, is the market leader with 33 per cent share. In 2001, Rexona’s market share stood at 39 per cent in the Rs 75 crore organised market or a turnover of about Rs 30 crore. Over the years, the company has reorganised its product offerings in the category. For instance, deo sticks, which had been launched a few years ago, have been phased out.

Chopra said the Rexona brand was expected to grow at 72 per cent in the current year, largely on the back of the new campaign and strategy. The thrust of the brand communication will be on the roll-on deos over the aerosols as these were more effective in controlling body odour, said Chopra. At present, there are four aerosol variants and two roll-ons and HLL is likely to launch further variants and pack sizes in roll-ons in the near future. Rexona soaps form a part of HLL’s personal care portfolio and are being retailed in select states.

The company would be launching a large scale sampling campaign, largely in BPO’s and campuses through which they would reach out to one million consumers over the next few months. Over time, the brand would also enter the smaller towns.

At present, the roll-ons are being imported from Unilever Philippines and the aerosols from Unilever Thailand. Shubhranshu Singh, marketing manager-deos and male grooming, HLL said that this in turn would be supported by an interactive sms campaign, where consumers who would forward the brand message to a given number of people stood to win certain prizes. Rexona has also signed on actor Preity Zinta as its brand ambassador.